In 2013, Japanese eyewear brand JINS launched its epoch-making product called "color control lens", whose color changes depending on the ultraviolet light absorbed. In order to communicate its functionality dramatically, we decided to prove it by climbing Mt. Fuji and seeing the rising sun from the summit. The venue was perfect, not just because it's the most symbolic landscape for us Japanese but also it was implemented immediately after Mt.Fuji was registered as the world heritage last year and earned huge attention nationwide.

This film was born as a result of a simple question by our client's PR manager Mr. Kimura. "Shouldn't it be awesome if you see the sunrise from the summit of Mt. Fuji, wearing the color control lenses?" Since JINS was planning to launch its pop-up store at the foot of Mt.Fuji, immediately after it became a World Heritage Site, he thought it would be a perfect idea in order to create a PR momentum. Successfully, his proposal to CEO was approved, but the problem was, we only had 10 days left until the store launch. Due to the time and the budget constraints, we were not allowed to seek the appropriate shooting spots in advance, securing occasional days for shooting in case of a bad weather, assigning an alpine guide, etc. However, we were able to find a skillful cameraman, who personally loves climbing and owns great knowledge about Mt.Fuji's shooting environment. Led by this experienced leader, 7 crews including Mr. Kimura successfully reached the summit by the time of sunrise, verifying the effectiveness of this eyewear product. As soon as the crew went down the mountain, the material was delivered to the director, waiting at editing studio in Tokyo since we only had 36 hours left before the launch. A professional musician, also supported our project and contributed the beautiful music to best match this storyline. Thanks to this amazing teamwork, we were able to finalize this film by the day of the opening ceremony.